Is your business doing social media marketing? How many sales did you get in your last campaign compared to the amount you spent on advertisements?
Despite the unlimited potential that social media marketing holds, it can still fail if not done in the right way.
By acknowledging these social media marketing failures, you will be able to grasp the expertise of setting up successful campaigns that will give you the results you need or even better.
This article is dedicated to enlightening you on the critical mistakes that social media marketers make that results to failed campaigns, and how you can avoid them.
Six Tips To Avoid Social Media Marketing Failures
1. Give Importance To Data
As more and more businesses continue to engage in social media marketing, audience data analysis is turning out into a requirement for all marketers.
Unlike in the past where marketers used to make advertisement decisions based on their view of the products and the market, the current increased competition is requiring more technicality in data collection and analysis.
Tools such as Facebook and Google pixel are powerful data collection tools that every marketer should use; however, the majority of them do not. With such tools, you can collect data of all the customers who showed interest in your products and use it to retarget such audience with other advertisements.
If you have been ignoring such data or have not yet started using social media analytics tools, I would advise you to start doing so immediately.
Start by linking Facebook pixel and google pixel with your site. Secondly, always analyze the data collected from your ads for use in future ads or even tweaking active ads.
2. Pay Attention To Customer Targeting
This is the most common cause of social media marketing failure. Many marketers do not understand who their target customers are.
Even for those who do, some of them end up displaying their ads to the wrong audiences. Why? they do not know how to use the audience targeting options.
Platforms such as Facebook provide numerous options for customer targeting such as demographics, sex, age, career, hobbies, and income levels.
However, a simple mistake in editing these options could lead to an ad targeted for the young people in the United States being displayed to Britons over 45 years of age.
Pinpoint targeting is the only way you can optimize your ads. As you more and more people your ad, the more your ad cost goes high.
Therefore, it is upon to maximize your odds by guiding Facebook or any other social media platform to display your ad to only the people who are interested in buying your product.
3. Create the Right Ads & Optimise
Designing the right social media ad is a challenge that almost everyone faces. The thing is, people don’t want to feel like they are being sold to on social media.
However many marketers do not understand this; they still want to force their customers to buy their products by adding clearance sales buttons, or other offers. Do not do this! And I mean it. Leave this to Amazon and eBay sellers.
Social media is not a selling platform. People do not go to social media to purchase items. Therefore, it is up to you as a marketer to turn their purchasing spirits on through the content that you include in your ad.
Whether it’s a video ad or just a simple image ad, always ensure you make it exciting enough for your audience to want to at least see it as they scroll through.
A recent trend in social media marketing is creating funny or educative content as ads- especially videos- and then including a sales pitch in the content.
4. Avoid Wrong Ad Formats
Every social media platform has a set of individual guidelines of ads format. For example, Facebook recommends different ad formats compared to Instagram.
Additionally, different sections such as Facebook newsfeeds, Facebook stories, and Facebook tv have specific guidelines that should be followed when designing ads.
Ignoring such guidelines often leads to poor targeting, poor audience viewing experience, and lack of display optimization.
For example, mobile ads require different ad sizes compared to desktop ads. So next time you decide to create an ad, consider checking out the guidelines of the platform you intend to use.
5. Select The Correct Platform
As you know, different social media platforms share different users with unique features. Check out this Pew research for more on this.
A perfect example is Snapchat. The highest percentage of its users are young, which means you cannot advertise a product for people with an age of fifty-plus years on Snapchat.
As a marketer, you need to understand the habits of the users of the different platforms for you to get the results you expect depending on what you are advertising.
For example, YouTube is best suited for software, applications, and business advertisements as compared to Instagram which works best with product advertisements.
6. Keep Updated & Change With The Trend
Social media changes in the snap of a finger. A topic that was trending yesterday could be entirely overshadowed by a different issue today. Similarly, social media advertising methods that used to work a few months ago could be completely irrelevant today.
Marketers need to stay updated with social media changes for them to remain successful.
Social media marketing is unlike any other type of marketing that has ever existed in the history of humanity. It is so dynamic which requires marketers to always be active.
The points explained above are not a comprehensive list of all the causes of social media marketing failure. Some of the other tiny mistakes are learned on the ways since they are not that consequential.
If you have not yet started creating your social media campaign, do not overwhelm yourself with tons of information on what to do or not to do. Just do some research and then get started.
Another thing, do not always expect all your ad campaigns to be successful. Not all campaigns will give you the results you need; however, always consider analyzing the cause of the failure before jumping on to a new ad campaign.
You might be surprised to realize its just a simple mistake that is the cause of the failure which when corrected can give you enormous returns.